BUSINESS
Drive growth in 2021
Building a robust Marketing Roadmap by Trip Jobe, CEO, Rand Inc.
For years, November meant work on building out next year’s Marketing Roadmap. We updated or reaffirmed our
UAC MAGAZINE | WINTER 2021
strategic plan through working sessions in July and board presentations in September. Budgets were presented to leadership in September and affirmed in November. Finally, we developed our roadmap in November and presented to sales in December to have them ready to roll as the year kicked off.
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Working through this sequence ensured that this remained a strategic exercise as everything worked off our 3-5 year strategic plan. The key to our marketing roadmap was a priority-setting
Product priority setting
exercise with my team in November. Budgets had been presented and we had forecasts for sales growth by product category, channel, and region. Leadership wanted to know how we supported those categories, the marketing mix was ours to determine. Here’s how I view this process of developing a winning marketing roadmap: WHAT: Where are we prioritizing budget dollars? HOW:
What tactics are we going to use?
WHEN: The process of developing cadence and a calendar.
